Do you have a CRM system or a SYSTEM for CRM That Gets You More Clients?By Stacey Hylen | Category: CRM, Lead Story, Marketing
One of the questions I ask new clients is,” How is your CRM?” There are three responses I usually get:
- What is that?
- I use XYZ software.
- We follow-up with prospects once or twice and send Christmas cards or gifts.
CRM stands for Customer Relationship Management or client relationship management, as I like to call it. There are many different software systems that you can use: Salesforce, ACT, Infusionsoft. But just like anything, they only work if you use it and use it correctly.
Having a good CRM Software System is important, but it is even more important to have a system for CRM in your company. It builds your like, know and trust factor with your clients or prospects and keeps you Top of Mind when they need to purchase something.
Your system should include a mixture of offers, resources with things of value for them and fun stuff that they will remember.
So what do you do once you’ve installed the software? Here are 5 steps to having a successful system for CRM.
1. Commit to USING IT! Make it a company-wide policy and track it!
2. Prioritize/segment your lists – according to prospects/clients/stage in sales process – how ‘hot’ the lead is, etc.
3. Create email templates that will be used regularly:
• welcome letter,
• thank you letters,
• referral letters,
• letters to follow up with clients whose credit card’s have expired
* Bonus points (and profits) if you create a system to update the card BEFORE it expires!)
4. Design your system for CRM. Just like you should have a marketing calendar, you should be using a calendar to plan your CRM activities each month.
Some ideas to get you started:
• Birthday cards/gifts
• Thanksgiving gifts for clients
• Seasonal fun items like BBQ stuff in the summer
• Articles/faxes on topics of interest.
5. Each time you implement a new marketing tactic or special promotion, design the CRM follow-up campaign to get the highest ROI from your marketing.
Client example: One of my clients had a trade-show so we created a series of emails, phone calls and letters for him to use with the leads generated from the tradeshow. He had the most sales he ever had from trade show leads in the midst of the recession.
*To optimize your results, like he did, make sure to create steps for a prospect saying yes/no at each stage of the sales process so you never drop the ball with the prospect.
Set a date and get started. Even if you have to start out with baby steps on one project like my client with the tradeshow did, it will start to show results and you can continue optimizing your system for CRM each month as new events and holidays come around.Google+